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課程名稱 |
行銷管理學
Marketing Management |
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開課學期 |
111-1 |
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授課對象 |
管理學院 管理學院企業管理碩士專班(GMBA) |
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授課教師 |
潘 雪 |
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課號 |
GMBA7003 |
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課程識別碼 |
749EM0130 |
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班次 |
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學分 |
3.0 |
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全/半年 |
半年 |
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必/選修 |
必修 |
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上課時間 |
星期三A,B,C(18:25~21:05) |
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上課地點 |
玉山廳 |
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備註 |
本課程以英語授課。晚間課程(ABC時段)上課時間為19:00-21:45與張佳欽合授
限GMBA班學位生
總人數上限：40人 |
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課程簡介影片 |
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核心能力關聯 |
核心能力與課程規劃關聯圖 |
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課程大綱
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為確保您我的權利,請尊重智慧財產權及不得非法影印
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課程概述 |
This course is designed to construct marketing principles and processes from conceptual knowledge leading to value creation. It focuses on the changing role of marketing in organizations today and how to effectively incorporate marketing principles into defining the business strategy. It aims to build on the skills of students and enable them to analyze the marketing environment and utilize relevant tools useful for crafting and implementing marketing strategies in the context of various industries.
The course applies a combination of cases, discussions, lectures, class activities, and assignments to enhance students' skills in communication, analytics, critical thinking, multicultural nuances, and reflective thinking. The course materials draw from a variety of sources, including case studies and articles in various industries across the globe. The course will finally culminate into a project presented by the students. |
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課程目標 |
Analyze the market situation/environment and logically identify market opportunities.
Explore the integration of marketing concepts, principles, terms, and frameworks for creating and delivering consumer value.
Create and formulate robust market-product fit marketing strategies.
Identify and comprehend the underpinnings of consumer behaviour, and based upon this, the process of Segmenting, Targeting and Positioning.
Develop marketing plans to achieve marketing objectives and reflect on multiple aspects to achieve marketing objectives |
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課程要求 |
1.Group: You will work in groups to analyze the cases provided in the syllabus. Group work helps in the development of specific skills that are crucial determinants of success in organizations the ability to work in teams, identification, and achievement of common objectives and accommodating many points of view. The group work submissions have to be uploaded on NTU Cool or as advised in the class.
2. Attendance/ participation: Active class participation is key to your own and your classmates' learning experience, both during lectures and during case discussions. Constructive participation is based on analysis rather than opinion and builds on the discussion flow (a good participant is also a good listener). Come well prepared for the sessions. During the session, please ask clarification questions, take lead in presenting for group activities and contribute relevant examples from your own business experience. Participation for students online would be encouraged. Use the Hand Raise symbol on Webex to participate or ask questions and speak only when asked by the professor. All group activities will be done using Breakout rooms on webex to enable all students to participate.
3.Seating: For face-to-face sessions, group members should be seated together as guided by the teaching assistant.
4.The course is built in a way to enhance learning in an online/hybrid learning environment through learning activities, cases, and assessments. |
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預期每週課後學習時數 |
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Office Hours |
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指定閱讀 |
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參考書目 |
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評量方式
(僅供參考) |
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